Amagi Media Labs

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Amagi (pronounced/ əmɑːgi/ "ama-gi") Media Labs Pvt. Ltd. is a media–technology firm. Headquartered at Bengaluru, India, it operates in TV advertising and cloud-based broadcast infrastructure domains.[1] Amagi was founded in 2008 by Baskar Subramanian, Srividya Srinivasan, and Srinivasan KA.[1] The firm has offices at Bengaluru, Mumbai, Delhi, Kolkata, New York, London, Hong-Kong, and Tokyo.[2]


In 2008, Amagi was started to enable regional firms to advertise over national channels in a cost-efficient way. In 2012,[3] the firm’s operations spanned 35 Indian cities.[4] The next year, Amagi broadcast the ‘Rolex Grand Prix Live’ for Horse & Country TV using a non-satellite setup.[5]


Amagi has two lines of service:

  • Geo-targeted TV Ad network[6]
  • Channel playout, Content regionalization platform, Over the Top (OTT) ad insertion platform[7]

Investors and partners

Amagi has received funding from Mayfield Fund, Premji Invest, and Nadathur.[8] In 2016, Amagi partnered with Zixi Platforms to enable IP contribution and streaming for their cloud-based playout platform.[9]

Amagi has also partnered with Times Network for their geo-targeted advertising business.[10] Other partners include Zee,[11] Viacom18,[12] and B4U.[13]

Awards and recognition

In 2015, Amagi was honored with the ‘IBC Innovation Award for Content Delivery’. During the same year, Amagi won the ‘ASBU BroadcastPro Middle East Innovative Project Award’ for their ad-tech solution to NDTV 24x7.[14] The firm has also been awarded the top spot in the ‘media and entertainment’ category in the ‘Deloitte Technology Fast 500 Asia Pacific’ program.[15]


  1. 1.0 1.1 Pillai, Shalina (September 16, 2015). "Recession helped Amagi get its first customer". Times of India. 
  2. Nair, Prajeet (May 31, 2016). "Being natural". Bangalore Mirror. 
  3. Bansal, Shuchi (2016-04-21). "Geo-targeting: The way forward for TV advertising". 
  4. Dutta, Saptarishi (2012-02-23). "Amagi Expands Operations To 35 Cities". 
  5. "Amagi Cloudport enables Horse & Country TV to broadcast Rolex Grand Prix Live". 
  6. "Amagi an all-in-one shop of TV advertising for small, regional businesses". Economic Times. September 19, 2012. 
  7. KJ, Shashidhar (2016-04-15). "Amagi launches ad insertion platform for live sports and news feeds". 
  8. "Amagi plans to raise Rs 165 crore in Series D funds for expansion plans". Economic Times. November 18, 2015. 
  9. "Amagi and Zixi Partner to Enable IP Contribution and Streaming for CLOUDPORT 3.0 Channel Playout Platform | Multichannel". 
  10. "Times Network partners with Amagi to Offer Geo-targeted TV Advertising" (in en). 
  11. "Amagi and Zee expand partnership for geo-targeted ads". 
  12. "Viacom 18 and Amagi partner". 
  13. "B4U partners Amagi for content delivery, playout operations". 
  14. "Hyperlocal TV - Amagi" (in en-US). 
  15. "Hyperlocal TV - Amagi" (in en-US). 

External links